Sharjah Expo Centre all set to shimmer

The Sharjah Expo Centre is gearing up to host the 40th edition of the MidEast Watch & Jewellery Show from April 5 to 9. Visitors can expect to see specially chosen gold and diamond jewellery from the the world's leading jewellery chains and master craftsmen.

Expo Centre has embarked on a promotional campaign, which includes a branding initiative with Air Arabia and special ad campaigns.

"It is going to be a landmark event for the global jewellery industry. We are embarking on a promotional drive which will ensure that we are in constant contact with the customer at all point of time and includes the airline branding, a heavy online component, television, radio, print, events and other offline media," said Saif Mohammed Al Midfa, CEO, Expo Centre Sharjah.

The 40th MidEast Watch & Jewellery Show will feature nearly 500 exhibitors from across the world, featuring the region's largest gold and jewellery showcase, national pavilions and prizes in daily raffle draws. Visitors will be able to admire finely crafted necklaces, bracelets, earrings, rings and other accessories, new designs, exotic collections, retro works, rare jewellery and signature creations. The Air Arabia branding deal will utilise every possible channel - right from the airline's livery to food trays, seatbacks and in-flight magazines and videos for introducing the event to passengers.